REPORTTHE 2013 MOBILE YOUTH

previewMOBILEYOUTH

youth marketing mobile culture since 2001

1. Which trends will shape mobile in 2013?2. How will these trends affect handset brands, operator brands and mobile app developers? 3 . Which non-mobi le brands are transforming industry business models?

23 slides

PDF Format

Report 1The 15 Brands that define 2013

The mobileYouth Economy reveals how global mobile youth market is changing, new revenue opportunities for mobile brands and role of youth in the future of mobile.

24 slides

PDF Format

Report 2The Mobile Youth Economy

1. Direct or indirect: which approach is most effective with youth?2. Frontline or campaign: which works for handset brands?3. What is the role of social media and retail in a brand’s youth strategy?4. Why is youth a priority?

25 slides

PDF Format

Report 3Youth and Handset Brands

1. What does it mean to win the hearts & minds of mobile handset customers?2. What role does recommendation play in winning hearts and minds?3. How can brands provide a positive experience to generate recommendation?4. How can brands measure engagement?

25 slides

PDF Format

Report 4Win Hearts and Minds

1. What factors do youth consider when making a handset purchase decision?2. What affects youth handset brand loyalty - price or features or experience?3. When does price become a factor in youth handset purchase decision?4. How can marketing drive loyalty?

24 slides

PDF Format

Report 5Price and Purchase Decisions

1. What is the Pink Phone Syndrome?2. What is the role of gender in purchase decisions and what influences women?3. How can marketing avoid stereotypical gender differences to focus on women?4. How can mobile brands successfully involve women in the marketing process?

30 slides

PDF Format

Report 6Handsets and Women

1. What is the Pink Phone Syndrome?2. What is the role of gender in purchase decisions and what influences women?3. How can marketing avoid stereotypical gender differences to focus on women?4. How can mobile brands successfully involve women in the marketing process?

24 slides

PDF Format

Report 7Handsets and Teens

1. How big is the ethnic youth market?2. Why are ethnic youth the most active users?3. How should mobile brands market to ethnic youth?4. How can brands co-create with ethnic early adopters through hackathons?

30 slides

PDF Format

Report 8Handsets and Ethnic Youth

1. Why is youth perception of Samsung Galaxy smartphones different from Apple’s iPhone?2. How can Samsung challenge Apple?3. Which demographic should Samsung focus on to nurture its Fan community?4. How can Samsung involve its Fans?

25 slides

PDF Format

Report 9Samsung vs Apple

1. What should handset brands focus on? Product mix or customer segments?2. Which factor drives youth handset purchase and how can brands measure it? 3. What success metric links marketing to profits and can be used to track progress made by handset brands? 

21 slides

PDF Format

Report 10HTC, Motorola and Sony

1. Why should mobile operators focus on the youth market?2. How can mobile operators increase youth customer acquisition and retention?3. What trends in messaging, gaming, shopping, social media & video chat are relevant to operators?

27 slides

PDF Format

Report 11Youth and Mobile Operators

1. Why is youth perception of Samsung Galaxy smartphones different from Apple’s iPhone?2. How can Samsung challenge Apple?3. Which demographic should Samsung focus on to nurture its Fan community?4. How can Samsung involve its Fans?

12 slides

PDF Format

Report 12Youth, Sub-brands & MVNOs

1. Why should mobile operators focus on prepaid offerings? 2. Why do youth prefer prepaid over postpaid offerings?3. What are the differences, if any, between young prepaid and postpaid customers?

18 slides

PDF Format

Report 13Youth and Prepaid

1.  Why should mobile operators focus on customer service?2.  What are the benefits of peer-to-peer customer service for mobile operators?3. How can mobile operators tap support communities to co-create products and marketing?

18 slides

PDF Format

Report 14Youth and P2P Customer Service

1. What are the implications of market saturation on youth acquisition?2. How young customers have evolved to render paid media tools irrelevant?3. Why retention is the new acquisition strategy for mobile operators?

22 slides

PDF Format

Report 15Youth and Word of Mouth

We review each of the following mobile operator strategies and assess how they impact loyalty, particularly for young mobile customers:

1. price discounting2. handset range3. customer service

16 slides

PDF Format

Report 16Youth, Pricing and Loyalty

1. Why should operators consider music in targeting the youth market?2. What are the revenue opportunities for operators from mobile music?3. What are youth music need gaps and how can mobile operators address them?

21 slides

PDF Format

Report 17Youth and Mobile Music

1. How big a threat are mobile messenger apps to operator SMS revenues?2. Which youth demographic is driving the growth of mobile messenger apps?3. What do youth want from mobile messenger apps?

23 slides

PDF Format

Report 18Youth and Mobile Messaging

This briefing covers three main points:1. Teens: the loud minority2. Instagram offers blank canvas for teen social behaviors3. Instagram offers the discretion once afforded by Facebook

13 slides

PDF Format

Report 19Teens and Instagram

1. How can retailers and mobile providers make mobile shopping appeal to youth?2. What exactly do youth want from the social aspect of mobile apps?3. How and why do youth engage in mobile shopping/purchase?

10 slides

PDF Format

Report 20Youth and Mobile Shopping

1. How big is the mobile payment market and how do they vary across regions?2. What is the role of youth in the future of mobile payments?3. What is preventing mass adoption of mobile payment services in advanced markets?

28 slides

PDF Format

Report 21Youth and Mobile Payments

1. What should brands talk about on social media to generate conversations? 2. How can brands use social media to connect youth with each other?3. How can brands generate positive reviews from youth on social media?

27 slides

PDF Format

Report 22Youth and Social Media

1. What is the mobile video growth story?2. Why is mobile video growing faster than other devices?3. What mobile video services are most popular among youth?4. Are youth replacing voice with video chat?

39 slides

PDF Format

Report 23Youth and Mobile Video

1. What is a Fan?2. What are the key characteristics of a Fan?3. How can brands measure the impact of a Fan?4. Do all brands have Fans?

16 slides

PDF Format

Report 24Youth and Brand Fans

1. Why are youth key to driving retail growth?2. What is the role of word of mouth in a brand’s retail strategy?3. How can brands turn retail space into a social space for youth customers?

29 slides

PDF Format

Report 25Youth and Retail

1. Why should brands involve youth in their marketing & product development?2. How can brands involve youth in their marketing & product development?3. How can mobile brands leverage campaigns & contests to engage youth?

-- slides

PDF Format

Report 26Youth and Co-Creation

MobileYouth.org/Report

previewMOBILEYOUTH

youth marketing mobile culture since 2001